Mumbai: In a time when the country is coming to terms with one of the most revolutionary economic reforms that has taken place in human history, Times Network launched a campaign ‘Remonetise India – Invest in the Nation’ on January 4, 2017. While the first phase included activities like Telethon, Go-Cashless Rally and Sahayata Camps, the second phase of the campaign, ‘Help your Help’, was launched today.
Commenting on the launch, Mr. M K Anand, MD and CEO, Times Network said, “Times Network reaches out to about 4.5 crore Urban English viewers every week. This is the largest base of premium, influential audience in the country. The Network in fact is an influencer to influencers. At a time when the nation is attempting to leapfrog economically, we believe that Regulation, Infrastructure and Technology are not enough to jumpstart socio economic change. Behavioural and Cultural transformation is as important, if not more. This is where a uniquely positioned Media Group like Times Network can help. Through the ‘Remonetise India’ campaign, we aim to focus on making changes in every-day behaviour of Urban Indians so that the benefits of this disruptive reform (Demonetisation) flow in the right manner. One of the pledges under Remonetise India is to help others around us to go digital and benefit from the new economy. The Sahayata Camps that we have started has already resulted in the opening of thousands of bank accounts and more and more young people taking the Remonetise India pledge. The second phase of the campaign ‘Help your Help’ starting today is a call to capable urban citizens to help and aid others in achieving Financial inclusion.”
Help Your Help” campaign has been launched to build awareness and reach out to urban Indians and sensitise them to help the ones who need help around them. Publicis Ambience, the agency and Director Karthik Bhat have put together the concept in a TVC that will be promoted across the network channels and additionally in 300+ multiplexes, supported by a digital contest where the viewers will be gratified with goodies to promote participation.
In the first phase of the campaign, a telethon was organised that witnessed the participation of key influencers, policy makers and opinion leaders supported this initiative and came together to be the agents of change to help bring India’s economy back on track. Additionally, the network organized ‘Sahayta Camps’ which encouraged people to get Pan Cards, Aadhaar Cards and open bank accounts (Jan Dhan Yojana Accounts) for the development of Digital India.
Finally, the Go-Cashless Rally took place to drive awareness about digital transactions and save cash for those who can’t do without cash. As a part of this initiative, the network will further organise these activities across the length and breadth of the country to take the movement forward.